Coca-Cola Company: Sprite - Image Is Nothing. Thirst Is Everything. Obey Your Thirst. campaign (1990s)

Rebecca Stanfel

The Coca-Cola Company, the world's largest soft drink corporation, launched a massive advertising campaign in 1994 to redefine the brand image of Sprite, a lemon-lime-flavored carbonated beverage that the company had produced since 1961.

Coca-Cola Company: Sprite - Image Is Nothing. Thirst Is Everything. Obey Your Thirst. campaign

Rebecca Stanfel

Overview

The Coca-Cola Company, the world's largest soft drink corporation, launched a massive advertising campaign in 1994 to redefine the brand image of Sprite, a lemon-lime-flavored carbonated beverage that the company had produced since 1961. With creative direction from ad agency Lowe & Partners/SMS, the company sought to capture a greater share of consumers in their teens and 20s from rival soft drinks such as Mountain Dew and 7UP. The resulting campaign, "Image Is Nothing. Thirst Is Everything. Obey Your Thirst," marked a radical...

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